Most Americans (63%) support federal legislation to ban sports betting ads during live games such as the Super Bowl. Support is also growing for prohibiting former or current sports stars such as LeBron James from endorsing sportsbook products.

In 2026, at least six states were considering legislation to curtail sports betting ads during games. On the federal level, the SAFE Bet Act sought to do the same.

Betting apps also advertise on social media platforms and through personalized push notifications.

The abundance of ads has contributed to worsening attitudes towards legal sports betting, which generated more than $16 billion in revenue in 2025. 

Why Are Sports Betting Ads Harmful

Ads promoting sports betting can normalize an activity with addiction risks.

Betting ads can glamorize gambling and foster misconceptions about the odds of winning. Some consumers of these ads may believe they can make a living or become rich from gambling.

It’s also difficult to prevent minors from consuming gambling ads.

Prediction markets, a form of federally regulated online sports betting, have come under especially intense scrutiny for their appeals to young adults.

For people with an active addiction or in recovery, exposure to betting ads can make it harder to quit gambling.

Social Media Sports Betting Ads

A recent analysis of social media ads from U.S. online gambling companies paints a bleak picture.

A 2024 University of Bristol report, which examined social media ads from BetMGM, FanDuel, ESPN Bet, and DraftKings ahead of the NFL season, found an average of 237 ads per day.

The platforms monitored were Twitter/X, Instagram, TikTok, and Facebook.

The study tracked both organic and paid ads. In total, the four gambling brands posted 1,663 ads across both categories during a single week.

Organic Gambling Ads

An estimated three-quarters of organic sports betting ads lack responsible gambling (RG) messages or addiction helplines.

The current responsible gambling model is flawed, as it puts the onus on the user of a product with addictive features. Still, these messages can help some individuals.

A lack of RG and hotline information could be in violation of the industry’s self-imposed standards.

Presently, there is no real federal oversight of the betting industry ads.

Sports Betting Ads Target Minors

Nearly 10% of organic betting social media ads strongly appeal to underage people because they use youth-targeted content.

Although the legal age for online sports gambling is 21 in most states, surveys report that many underage individuals still gain access to betting apps through family members or friends.

Numerous studies show that young people who gamble are at heightened risk of problem gambling later in life.

Betting Industry Doubles Down

The American Gaming Association, which represents the sports betting industry, lashed out at criticism of social media advertisements. 

The AGA said, according to a report from The Guardian, that its advertising guidelines contain the clause “where practical.”

“To describe the sharing of sports facts, schedules, or discussion topics via posts on social media platforms as advertising and thus applicable to our code is an irresponsible misinterpretation,” said an AGA representative.

Nearly 60% of organic ads in the study were not clearly identified as advertising, which could conflict with federal guidelines. 

“This may indicate a violation of Federal Trade Commission (FTC) guidelines on ad transparency,” the study said. 

The AGA has opposed federal legislation to regulate online sports gambling advertising.

Sports Betting Lawsuits

Numerous lawsuits have targeted betting ads that feature promotional offers to encourage gambling. 

For example, in Massachusetts, DraftKings Sportsbook faces a class-action lawsuit over an ad for a so-called gambling “bonus” that appeared on TV, radio, and social media.

In other lawsuits, plaintiffs have alleged a gambling addiction associated with betting ads.

In cases involving unregulated betting platforms, such as Stake Casino, these lawsuits often allege promotion of illegal gambling.

Reducing Harm from Sports Betting Ads

Researchers proposed measures to help protect vulnerable people from online sports betting. The suggestions come at a crucial time for millions of Americans.

Half of online sports bettors experience problem gambling such as chasing losses.

Here’s what the University of Bristol study authors suggested:

• A ban on gambling content marketing across social media is necessary, given the difficulty of distinguishing it from regular content.
• Federal legislation to ensure consistent regulation of gambling advertising.
• Clear enforcement mechanisms, such as independent audits and penalties.
• Prohibit the use of celebrities in gambling marketing.
• Engaging child-focused experts in creating advertising codes.
• A centralized repository for online gambling ads would support transparency and facilitate regulatory oversight, enabling more effective monitoring and enforcement.

However, it’s unclear if sports betting advertising can be restricted under state or federal law in an “age of heightened commercial speech protection,” as a recent Harvard Law School paper questioned.

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